Communication is at the heart of any relationship that you would like to continue or to grow. It isn’t always easy, it takes time and focus to do it well, but the benefits of good communication, especially with clients, are too numerous to count.
The more your clients know you as a person rather than only as a service provider, the less replaceable you are to them.
Don’t let past poor client relationships get you down. There are many ways to improve a lagging relationship and here are nine that all come from a commitment to good communication. Successful communication with clients can help ward off the competition and the likelihood of your firm being ghosted or receiving that dreaded Dear John letter:
1. Ask about client expectations at the outset
Ask your client to clearly state their expectations from the very beginning of the relationship - and you do the same. Ask them how they like to correspond, receive updates, or even receive bad news: face-to-face meeting, email, phone, fax, etc. Create a checklist of questions which you regularly ask new and current clients. Create a packet to provide everyone in your firm who is working on the client’s team, including attorneys, relevant paralegals and staff who will be working directly with the client, and maybe even a colleague in your accounting department whom the client may contact with questions.
This packet should include the completed checklist, contact information for everyone on the client’s side whom you may need to contact, an organizational chart for the company, and any additional information that is relevant for that specific client. Personalize and tailor each packet, because each client has unique needs.
2. Be available (again, from the start)
See #1 and provide similar information to your client. This packet should include the completed checklist, contact information for everyone in the firm who is working on their matter(s), bios of all team members, and any additional information that is relevant for that specific client. Personalize and tailor each packet, because each client has unique needs.
3. Introduce your team
Introduce your client to everyone with whom you work. There are many times when communications from an associate, paralegal or secretary is appropriate and you don’t want the client to question why this person is the one contacting them. Demonstrate your trust in everyone with whom you work, so that your client will trust them as well.
4. Stay in touch; be helpful
Regularly and consistently reach out to your client with information about their matter. Provide them with updates regardless of what is happening at that moment - - even if you are stalled waiting on opposing counsel, the court, or any other common delay in the legal world.
Set a calendar reminder so that you are accountable to actually completing the task. See #2 and when appropriate have someone else on the team reach out to the client. This not only lets the client know that you have a team of individuals focused on their matter and that their needs are important to you, but doing so also begins building in others solid communication habits and underscores the importance of frequent contact with clients.
5. Listen
Period. (Two ears, one mouth - this is one of the hardest but most important forms of communicating!) After listening, provide a follow up email with any action items that you heard in a meeting or conversation and how you plan to address each item. If possible, include dates by which these action items will be completed. This will provide the client with an idea of what they can expect, and is a way to keep your internal team focused and on track.
6. Communicate your needs
Explain clearly and consistently what is needed from the client and why you are asking. Your client will most likely need time to provide you with information and will be far more willing to do so if they know why you need it and how it will be used.
7. Become a connector
Find ways to introduce your clients to others in the community who have similar companies, synergistic products or ideas, similar civic-related passions, personal commonalities, etc. Your network is important to you and can be an indispensable asset to your clients as well.
8. Be relatable, not replaceable
The more your clients know you as a person rather than only as a service provider, the less replaceable you are to them. If they view you as more than just the person who does their legal work - a confidant, a friend, a trusted advisor, maybe even a running buddy! - it will be much more difficult to be replaced by anyone else.
9. Know what is going on within your firm
Hosting an upcoming seminar on a topic that would be of interest to your client? Invite them (even if you aren’t the one presenting). Hosting an event close to your client? Include them on the invitation list. Be sure that you are talking to your fellow colleagues and staying abreast of their latest business development efforts. Your clients will appreciate your attentiveness.
BONUS TIP:
Show and communicate gratitude for the relationship and the work. It will go a long way toward maintaining a strong bond with your clients. Even more bonus points for a handwritten note. This is becoming a lost art which will work in your favor!
Set a client communications schedule and stick to it. If you don’t do it, your competitors will - and your client may end up fading away and not because “they don’t have any more work to send your way,” but because they found someone who not only does great legal work but who also goes above and beyond in their client communications. With these tips, there is no need to ignore your inbox. That Dear John letter will be sent to someone else.
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[Society 54 Co-Founder Heather McCullough is two parts wit and one part tenacity, with heaping doses of creativity and intellect on the side. Heather represents the power of hard work, strategy and collaboration. For more than 14 years, she has brought game-changing results to professional services firms through coaching and consulting on business development and client service best practices.]
